Old Spice's Isaiah Mustafa is back, but this time with a project
aimed at the U.K. market. This time he's on a hunt not just for
manliness but gentlemanliness, as epitomized by the traditional British
gent. Mustafa will travel through the City of London for the Old Spice
Gentleman City Tour, where he will be inviting journalists, bloggers and
fans onto his carriage for photos of man-iconic landmarks, which
apparently include St. Paul's Cathedral. Meanwhile, Old Spice will
release a number of its trademark social media videos, where Mustafa
will share his views on the quirky regional differences in gentlemanly
behavior across Britain's biggest regions and cities.
All the content
posted on the Old Spice U.K. Facebook page and on Instagram during December, hashtagged #GentleManHunt.
Old Spice has also conducted its own research, with a sample over
2,000 U.K. adults, into views of masculinity (for example, the brand
found that less than two out of 10 men thought a modern man should wear
speedos or a sarong).
The work is by Leo Burnett, the P&G roster agency for Old Spice in the U.K.
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